Copy test

Test the impact of your ad across segments and compare it against industry benchmarks. Combine the power of passive and declarative metrics to explore your ad on a second-by-second basis.

Suitable for Brand to test Advertising content


Ad testing

Key metrics

Overall analysis, Biometrics, Likes & Dislikes, Questionnaires

Key benefits


Pre-test the real impact of your ad, before distributing it. And improve your content according to your audience arousal.

Test the effectiveness of your message

Find out if your audience understands your messages and how they perceive specific moments in your ad, through MindProber questionnaire and heatmap modules.

Compare it to benchmarks

Understand how your brand fares against the benchmark and ensure that your ad drives purchase intention.

Analyze engaging moments

Analyze the most engaging moments of your ad and use them across your strategy;

Main features

Timeline analysis

Observe the performance of your ad, on a second-by-second basis, and compares the moments of higher vs. low impact.

Combination of biometric and declarative responses

With biometrics you can assess the emotional activation across your ad. Complement this information with declarative responses to understand its “affective space” – where, on each second, are your segments positioned in terms of intensity and positivity\negativity.

Industry benchmarks

On the "Overall Summary" we present you all the metrics in comparison to industry benchmarks. Here you can, through a simple graph, see the ranking of the analyzed content against other benchmarked contents.

Case control-methodology

By having one group exposed to the ad another who doesn’t see it, and measuring their responses on the same dimensions, you can understand the real impact of your content.

Custom questionnaires

This option allows you to see how your ad relates to the benchmark in terms of attitude towards the brand, purchasing persuasion, its memory impact (the power your ad has to be recalled among a reel), as well as likeability and branding power.

The report

With a MindProber’s Ad Testing Report, you can get an overall analysis of your ad at the physiological and declarative levels, segmented by age, gender or region.

In a detailed analysis, you can evaluate the emotional arousal and valence of your ad comparing the
activation arches with industry benchmarks. All this in addition to classic copy testing measures.

Questionnaire Modules


How much will your customers like your new ad?

Brand Associations

The three words (concepts) most frequently associated with your brand and video, and how they are positioned in terms of valence and arousal


This feature can highlight the most relevant points within a frame or image. The participants pinpoint the most relevant image (selected by the client) details, giving you a perspective about what is positively or negatively driving the overall impact.

Top of mind associations

The concepts most frequently associated with your brand and ad, and how they are positioned in terms of valence and arousal.

Ad related questions

Customized open or close-ended questions which you can use to further explore your ad. The open-ended questions can be subject to sentiment analysis as well!

Brand Power

How much does your target segment consider your ad to convey your brand.

Brand Attitude

What is the sample attitude towards your brand.

Memory Impact

Does my ad stand out from the others?


How effective is your ad in conveying the messages you want it to convey.

Case-control questions

These can be used with a control group scenario to explore how the experimental and control group differ in their answers

Check out our case studies based on this product